Levi's 501: Live Unbuttoned, 2

The Hong Kong campaign, developed by TBWA TEQUILA Hong Kong, brings the campaign to a new level inviting Hong Kong consumers to “Live Unbuttoned” via a first time ever special magazine execution with East Touch Magazine where you get your magazine from specially created displays by “unbuttoning” a miniature version of the new Levi’s 501. The magazines will be sold at newsstands and 7-Eleven outlets across Hong Kong. During September the campaign will also feature guerilla street events in Causeway Bay where consumers can experience “Live Unbuttoned”, and see the new range of Levi’s 501s.